В любых продажах очень важно, чтобы на воображаемых весах покупателя цена товара не перевешивала его ценность. А отсюда одной из основных задач продавца является  создание привлекательного образа  в связке цена – товар. Этого мы можем добиться, используя правило «ярлыка», суть которого гласит следующим образом:

Цена товара/услуги в продажах всегда должна идти в сопровождении хоть небольшого, но комментария о товаре/услуге или, так называемого, «ярлыка».

Например,  «это новинка», «особо надежная модель», «известный бренд», «VIP-обслуживание» и т.д.

Сравните,

Вопрос: Сколько стоит этот телефон?

Ответ: 350 $ или Ответ: Этот водонепроницаемый телефон самой последней модели стоит 350$.

Другой пример

Вопрос: Сколько стоит это платье?

Ответ: 50$ или Ответ: Это платье актуальной в этой сезоне  монохромной расцветки с ультрамодными принтом  стоит 50$.

И еще

Вопрос: Сколько стоит ваша консультация/коуч-сессия?

Ответ: 40$ или Ответ: 1 -1, 5 часа работы над вашей целью и составлением реально действующего плана по ее достижению стоят 40$.

Не оставляйте цену, одиноко повисшей в воздухе после ее произнесения. Дайте ей силу долететь до вашего покупателя, трансформировавшись в ту ценность, которая скрывается за вашим продуктом. Озвучьте эту ценность! И тогда шансы продать ваш товар или услугу значительно возрастут.

При этом важно учитывать, что мы сначала вставляем “ярлык” и только после этого называем цену. Это гарантирует вам, с одной стороны, то, что покупатель еще раз внимательно прослушает преимущества вашего предложения. Так как пока покупатель ждет от вас ответа на вопрос о цене, он слушает вас внимательно. А как только он услышит то, что ему нужно, то есть цену, его внимание снизится.

С другой стороны, если вы назовете цену, а потому вставите “ярлык”, то “ярлык” может звучать как оправдание цены.

Сравните:

  1. “1 -1, 5 часа работы над вашей целью и составлением реально действующего плана по ее достижению стоят 40$”.
  2. сессия стоит 40$, за 1-1,5 часа работы над вашей целью вы получите реально действующий план по ее достижению”.

Успешных вам продаж!

 

Ваша Лидия Спевак,

бизнес-тренер и коуч коммуникаций

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